I seldom see AEs using social media for business and it makes me shake my head in wonder. Missing a GOLDEN opportunity!
First, “social” media is anytime there is an opportunity for a two-way discussion. That includes email, voice mail, and networking. And TV Sales people do that every day so start easy with Facebook and Twitter? They can also be used to deepen your relationships. You have the opportunity to ask questions, to learn, to give information, let people get to know you, and to show you care.
Have fun!! Connect with business people you know, meet some new people to expand your base (and the social media world has no boundaries so you can learn from people all over the country or the world), listen to what is being said, respond appropriately with meaningful information, become known for your great info and care enough to show up consistently!
So here are some rules and hints for TV Salespeople:
- Keep it social and GIVE of yourself
- Use SM to learn, share information and build business relationships
- Do NOT use SM to sell or promote your station!
- NEVER post anything on any site you wouldn’t want your Mother to see!
- Connect with your advertiser’s competitors to keep up with them
- Connect with many major brands that mirror some of your local accounts to get ideas. Listen and learn, learn, learn
- Follow/friend people in selected industries. Learn what they are reading, articles they are posting/ tweeting, the issues they are reporting. Learn and share that knowledge with others.
- Is your client on Facebook (business pages preferable) and Twitter? If she is, when? What time of day? What is she saying? Can you “meet” her on Facebook/Twitter and begin your relationship there? Use “search people or pages” to find her.
- Offer information and become a trust agent (read “Trust Agents” by Chris Brogan if you don’t know what I’m talking about – fabulous book).
- Provide GREAT information — what is going on in your market that will affect business. Any little known fact about new laws, zoning, businesses entering the market or new store openings, hospital expansions, housing starts, gas prices affect them and they are interested.
- Twitter and LinkedIn are a great way to stay in touch with people when they change jobs! Many announce their job changes on these sites. You won’t lose track of them again.
- When you start doing this so will your competitors. You can view this as a threat or an opportunity to listen in on them and learn even more. I vote for the latter.
Use everything you can to get to know your customer better and provide value back to them. Great and consistent use of Social Media will make you remark-able.